The People’s Republic of China represents the world’s biggest market for scholarly and academic content. Or does it? China has 2,596 universities (an increase of 135% in a decade) with 6.8 million graduates in 2016. It’s one of the world’s fastest-growing major economies, with growth rates averaging 10% over 30 years. Yet it remains something of an enigma, and a tangled, impenetrable market – especially for smaller publishers. How can smaller publishers and university presses enter the PRC, and what are the pitfalls and challenges – and potential rewards – that await them?
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